Monday, June 06, 2016

Online subscription pricing and management

I write a lot so I really like to read books about writing, especially writing style guides. I like them because they need to be "self-exemplifying" - they need to demonstrate the principles that they expound otherwise they have no credibility. For instance, one of the most effective self-exemplifying edicts is: "Avoid unnecessary words!"  

Another might be (and this one is original): "Some repetition for effect is acceptable. Some."

I am far from the first to cite writing style guides as delightfully self-exemplifying.  Steven Pinker's book on writing talks about this in a wonderful way. However, I might be the first to write about whether online marketing service firms are effective at demonstrating the use of effective marketing for their own services. And I'm most likely the first to pursue this into the niche of online marketing firms specialized in pricing of subscription services.  So here goes some original content on subscription pricing services.

Why do I care? I care because  I run an online subscription service that charges $19.95 per month for the first child. The second child is discounted. It's only $14.95. Same for third or fourth or fifth children, their subscriptions are only $15.95 each per child.

We did some analysis. We found that we have a disproportionate number of single child families. Or at least, we don't have the statistically representative number of families with lots of kids. So now we are studying subscription pricing. Here's some potential help that we've discovered:

  1. Zuroa
  2. ConversionXL
  3. slides
  4. White paper on subscription pricing
  5. Google "subscription pricing strategy" for a gold mine of ideas...
  6. Price bee or something 

I Pop Up in Peace
I Pop Up in Peace

As best I can tell,, Zuroa has a subscription middleware platform that supports companies with subscription business models. It's a billing platform, an A:B multivariate testing technology, an integrated credit card processor, and a bunch of other things too...

Zuora is a subscription management platform that spans across commerce, billing, and finance. - See more at:

 Zuora has been enabling the Subscription Economy by building the next generation commerce platform. Zuora’s subscription management software has enabled 21st century businesses around the world from startups to enterprises in any industry to launch and monetize any subscription products and services.

There's also ConversionXL. They have articles like this: When it comes to subscription product pricing, you’re not just guessing…are you? A while ago, an HBR study famously claimed that a 1% improvement in price would increase operating profit by 11%, making it the most effective thing you can tweak for increased business performance. Pricing is important. It’s also one of the most difficult Ps of marketing for folks to wrap their heads around. It can be one of the more technical aspects of marketing. Then, when you bring subscription pricing models into the mix, things get even more complex. First Thing’s First: How Do You Determine Value and Price?